jamba to go. jamba to go! you’ve been running around all day—soccer game, gymnastics,...
Post on 19-Dec-2015
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Jamba to Go
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Jamba to Go!
• You’ve been running around all day—soccer game, gymnastics, errands—no time for yourself! You’re really dragging, but there’s no time to even hit the drive-thru. If only there was something you could carry—something cold, refreshing, with a healthy boost you desperately need. Then you remember: you packed a Jamba to Go in your bag this morning; a cold, healthy, 100% all-natural fruit smoothie is only 30 seconds away. You take out the patented cooling can and flip it over, press the button on the bottom to activate the cooling mechanism, and flip it over. Thirty seconds later you are on the road to restoration. Jamba to Go : So you don’t have to stop!
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Target Market• Women• Ages 18-40– Working women– Moms– Students
• On-the-go: want convenient products• Interested in nutrition/health and willing to
spend a bit more for it– 100% all-natural, no preservatives– Bold, interesting flavors, new “super” fruits
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Focus Group Results
Likes• Convenient• Filling-more so than juice• No refrigeration necessary• Like Jamba Juice Brand and
name• Uses fresh ingredients
Dislikes• Might be expensive• Packaging disposal-not
recyclable? • Hard to open?• Not different than other
products
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Ingredients
• Fruit puree of banana, strawberry, kiwi, raspberry, lemon and orange – 40% of total volume
• Raw sugar added – 5% of total volume• Finely ground wheat germ – 10% of total volume– Adds to “health appeal”– When chilled, imitates ice crystals
• Distilled water – 45% of total volume– Clean taste, does not adulterate the natural fruits’ taste
• No preservatives
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Packaging
• Sold individually or in packs of four – small packs attest to its exclusivity
• Polymer recycles with plastics
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Packaging
• Specially designed 12 oz two-walled polymer can with a conventional aluminum top and bottom
• The inner walls serves to house water and capsules of aluminum nitrate. Simply squeeze the can and shake for ten seconds - the can chills itself to 35 F
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Manufacturing
• Four piece package • Shell already in production, inner sleeve easily
adapts• Bottled by a third party– Likely by the producers of private label sodas or
fruit drinks
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Competition
• Odwalla• Vitamin Water• Jamba Juice
(from store)• Coffee shops
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$2.50
$4.00$3.50$3.50
$0.00
$1.00
$2.00
$3.00
$4.00
Price
Odwalla Naked
Juice
Jamba
Juice
Jamba to
go
Price Comparison
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Distribution
• Grocery stores– Located near checkouts– Sold individually and in packs of 4
• Convenience stores– Located at the end of the aisle near the refrigerated
beverages
• Bulk club stores– Sam’s, Costco, BJ’s– Sold in mult-packs (12 or 24 packs)
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Distribution (cont.)
• Would be easily distributed in a can form• Does not require refrigeration• Could be flown overseas• Can be transported by trucks • The product in non-perishable
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Advertisements
• Marketed under the well known company Jamba Juice– Same great taste as fresh Jamba Juice
• Ads would stress convenience of product– Can have a cold drink anywhere, anytime because
of the specially designed freezing can
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Advertising (cont.)
• Women’s magazines• TV Commercials• Radio Commercials• Coupons• Special Sales (Two for One)• In Store Samples
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Jamba to Go
• Healthy snack designed with women in mind• Can be taken anywhere without refrigeration
and be consumed cold• Lower in price than other similar beverages
• Jamba to Go : So you don’t have to stop!